Prexa was offended by the brand name of a new product for women. She believed the name of the product was demeaning and that it reflected a negative attitude of the manufacturer toward women in general. Although this may simply be the result of ________, if other women interpreted the name choice the same way, it is likely this product would fail.
A) selective retention
B) selective comprehension
C) selective exposure
D) selective analysis
E) stimulus discrimination

Question

Quizplus · Accepted Answer

Selective comprehension refers to the tendency of individuals to interpret messages in a way that aligns with their existing beliefs or attitudes. If Prexa and other women perceive the brand name as demeaning, it reflects selective comprehension, which could lead to the product's failure if the perception is widespread.

Prexa Was Offended by the Brand Name of a New